4 STRATEGIES FOR DEVELOPING A   UNIFIED DIGITAL EXPERIENCE  2012 FOCUS FOR DIGITAL MARKETING              Mike Osswald    ...
TODAY’S CONNECTED MARKETING SYSTEM■   Your customers are in control and better than ever at    being informed on what they...
If you are still executing in any of these channels independently from the others, you’re not creating a cohesive customer...
EVERYTHING IS COMING TOGETHER■   The last 5 years have seen amazing technological    growth and maturity■   Hardware and i...
TO CREATE A UNIFIED DIGITALEXPERIENCE:1. Really know your audience2. Execute content strategically3. Support all platforms...
REALLY KNOW YOUR AUDIENCE
REALLY KNOW YOUR AUDIENCE   HOW DO YOUR CUSTOMERS SHOP? LIKE THIS?                Project   Research   Decide on     Get  ...
REALLY KNOW YOUR AUDIENCE   OR LIKE THIS?                Project   Research   Decide on     Get                  Project  ...
REALLY KNOW YOUR AUDIENCE   OR MAYBE LIKE THIS?                Project   Research   Decide on     Get                  Pro...
REALLY KNOW YOUR AUDIENCECREATE PERSONAS ■   Description     » Fictional characters created to represent the different user...
REALLY KNOW YOUR AUDIENCECREATE CROSS-CHANNEL VISIT SCENARIOS ■   Description     » Visit Scenarios (or use cases) are com...
REALLY KNOW YOUR AUDIENCEGET OTHER HELPFUL INPUT ■   Use Quantcast for audience profiling ■   Use it to find similar sites y...
TAKEAWAY #1:       THERE IS NO     SINGLE FUNNELTranslation: There is no single place you can              “fix and be done”
TAKEAWAY #2:  YOUR VISITORSWILL NOT BUY UNTIL THEY ARE READYBut they will buy when they are ready
REALLY KNOW YOUR AUDIENCEWHICH MEANS YOU MUST MEASURE EVERYTHING ■   Combine your data across the channels ■   Analyze con...
REALLY KNOW YOUR AUDIENCEMEASURE EVERYTHING YOU CAN ■   It’s all about Key Performance Indicators ■   Specifically, what de...
REALLY KNOW YOUR AUDIENCEHOW? GET MORE FROM GOOGLE ANALYTICS ■   Virtual Pageviews and Event tracking — behaviors that are...
REALLY KNOW YOUR AUDIENCETEST AND REFINE CONTINUOUSLY ■   A/B Testing with Google Website Optimizer (integrates with Analy...
REALLY KNOW YOUR AUDIENCETEST AND REFINE CONTINUOUSLY ■   iPerceptions provides a free tool for surveys: 4Q ■   Integrates...
EXECUTE CONTENT STRATEGICALLY
Let’s talk about SEO...
...actually, let’s talk about Content Strategy
“CONTENT IS THE NEW PRODUCT”You do have a content strategy, right?■   How often do you introduce new products?■   What do ...
EXECUTE CONTENT STRATEGICALLYCONTENT STRATEGY ■   Content is your “social product” — publish your     own words, pictures,...
EXECUTE CONTENT STRATEGICALLYTHINK LIKE A PUBLISHER ■   What thought leadership can your     business own? ■   What conten...
SUPPORT ALL PLATFORMSAND CONNECT ACROSS VISITS
CONNECT ACROSS DEVICES AND VISITSFORMAT FOR MOBILE ■   19% of adults now own a tablet ■   Sites need to work in varying   ...
CONNECT ACROSS DEVICES AND VISITSHERE’S WHAT YOU NEED TO DO Surf your sites on an iPad, an iPhone and on an Android tablet...
CONNECT ACROSS DEVICES AND VISITSDO YOU NEED AN APP? ■   There are now about 560,000 apps in Apple’s US store,     plus th...
CONNECT ACROSS DEVICES AND VISITSMOBILE APPS VS. MOBILE SITES ■   Mobile apps are “closer” to the user than a bookmarked l...
CONNECT ACROSS DEVICES AND VISITSSTART WITH APPLE, THEN ANDROID ■   iOS and Android are about     even market share, but A...
CONNECT ACROSS DEVICES AND VISITSCROSS-DEVICE EXPERIENCEUnderstanding that people want to access your data fromdifferent pl...
CONNECT ACROSS DEVICES AND VISITSSEND TO MOBILEAnd make sure they can share data across visits.                           ...
CONNECT ACROSS DEVICES AND VISITSPERSONALIZE WEB VISITS ■   Deliver relevant, dynamic content to user based on     defined ...
EXECUTE ONLY CROSS-CHANNELCAMPAIGNS
CROSS-CHANNEL CAMPAIGNSThe most exciting campaigns out there areunique and interesting because they connectmultiple channe...
CROSS-CHANNEL CAMPAIGNS■   For promotions and activities, always connect channels    » Print+Mobile = QR Codes to Scan    ...
CROSS-CHANNEL CAMPAIGNSOnce you have your house in order, don’t beafraid to try new things that might be relevantto your a...
CROSS-CHANNEL CAMPAIGNSNEW THING: SHOPKICK                                 Local, social and                              ...
CROSS-CHANNEL CAMPAIGNSNEW THING: PINTEREST         “because people hate reading”                                         40
CROSS-CHANNEL CAMPAIGNSNEW THING: PINTEREST                      Traffic Referrals to over 200,000 sites                    ...
2012 FOCUS■   Major Initiatives    » Make sure you understand your customers    » Make your websites work on tablets and p...
THANK YOU                           hansoninc.comHanson Inc.1695 Indian Wood Circle, Suite 200Maumee, Ohio 43537419.327.61...
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4 Strategies for Developing a Unified Digital Experience

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How should brands, in 2012, present a unified digital experience to their customer? Here's a SlideShare, by Hanson Inc's Mike Osswald, of four top-line strategies to address right now before getting down to the smaller stuff.

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Published in: Technology, Business

4 Strategies for Developing a Unified Digital Experience

  1. 1. 4 STRATEGIES FOR DEVELOPING A UNIFIED DIGITAL EXPERIENCE 2012 FOCUS FOR DIGITAL MARKETING Mike Osswald March 2012
  2. 2. TODAY’S CONNECTED MARKETING SYSTEM■ Your customers are in control and better than ever at being informed on what they purchase and where to get the best deal.■ Therefore, all of your marketing efforts must be interconnected... 2
  3. 3. If you are still executing in any of these channels independently from the others, you’re not creating a cohesive customer experience. Experiential Local/Retail Television Print Mobile Your Customers Out of Home Public Relations Social Engagement Online Channels Customer Service eCommerceProduct/Service Development Your Web Sites Market Research 3
  4. 4. EVERYTHING IS COMING TOGETHER■ The last 5 years have seen amazing technological growth and maturity■ Hardware and interfaces are more interconnected■ All “content” is now digital■ Data is moving ever faster, delivered on-demand■ The Internet is delivering the content and enabling the social experiences people want 4
  5. 5. TO CREATE A UNIFIED DIGITALEXPERIENCE:1. Really know your audience2. Execute content strategically3. Support all platforms and connect across visits4. Execute only cross-channel campaigns
  6. 6. REALLY KNOW YOUR AUDIENCE
  7. 7. REALLY KNOW YOUR AUDIENCE HOW DO YOUR CUSTOMERS SHOP? LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance ResultsTheir LaptopTheir TabletTheir Phone Complete The ProjectSocial/Forum/Video/PhotoRetaileCommerceDeal SiteYour Site 7
  8. 8. REALLY KNOW YOUR AUDIENCE OR LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance ResultsTheir LaptopTheir TabletTheir Phone Complete The ProjectSocial/Forum/Video/PhotoRetaileCommerceDeal SiteYour Site 8
  9. 9. REALLY KNOW YOUR AUDIENCE OR MAYBE LIKE THIS? Project Research Decide on Get Project Share Purchase Trigger Options Options Feedback Guidance ResultsTheir LaptopTheir TabletTheir Phone Complete The ProjectSocial/Forum/Video/PhotoRetaileCommerceDeal SiteYour Site 9
  10. 10. REALLY KNOW YOUR AUDIENCECREATE PERSONAS ■ Description » Fictional characters created to represent the different user types within a targeted demographic, attitude and/or behavior set that might use a site, brand or product in a similar way ■ Purpose » Gives you a particular role to play in order to more accurately evaluate the effectiveness of a specific user visit scenario ■ Elements » What’s their background, what kind of job do they have, family life, skills and habits » What do they know about your product, what don’t they know » How would they go about researching, purchasing, etc. 10
  11. 11. REALLY KNOW YOUR AUDIENCECREATE CROSS-CHANNEL VISIT SCENARIOS ■ Description » Visit Scenarios (or use cases) are complete descriptions of what a person(a) is trying to accomplish ■ Purpose » Lets you understand the experience each step of the way, on different devices and over many visits » Helps you understand what success is, and how you might measure it ■ How To » Take each persona and start with the end in mind (e.g. making a purchase, getting support) » Write out everything that person might do (act like them) ■ Then: Evaluate where your current initiatives aren’t working 11
  12. 12. REALLY KNOW YOUR AUDIENCEGET OTHER HELPFUL INPUT ■ Use Quantcast for audience profiling ■ Use it to find similar sites your audience also frequents (based on lifestyles and demographics) ■ Quantified: If you put a tag on your site, your data will be directly measured and you can hide it from view 12
  13. 13. TAKEAWAY #1: THERE IS NO SINGLE FUNNELTranslation: There is no single place you can “fix and be done”
  14. 14. TAKEAWAY #2: YOUR VISITORSWILL NOT BUY UNTIL THEY ARE READYBut they will buy when they are ready
  15. 15. REALLY KNOW YOUR AUDIENCEWHICH MEANS YOU MUST MEASURE EVERYTHING ■ Combine your data across the channels ■ Analyze connected experiences, Web not space by space Radio Metrics Paid Search ■ Make sessions last weeks, Call Center Natural Search not minutes Display ■ Don’t focus on raw Surveys Media numbers, focus on trends Integrated Analytics » Time on site means PR Email/ Actions SMS nothing out of context » Number of pages viewed Online Social Conver- Videos means nothing sations Print TV Mobile /Local 15
  16. 16. REALLY KNOW YOUR AUDIENCEMEASURE EVERYTHING YOU CAN ■ It’s all about Key Performance Indicators ■ Specifically, what defines success in your interactions — use your personas and visit scenarios ■ Start with the end goal in mind — usually a sale, or maybe a contact form or locator map ■ Work backward to your original sources — what value are these Facebook fans?, what value are these contest participants? » What is every step they need to take to become a customer? 16
  17. 17. REALLY KNOW YOUR AUDIENCEHOW? GET MORE FROM GOOGLE ANALYTICS ■ Virtual Pageviews and Event tracking — behaviors that are important, like viewing a photo gallery or following a link outside your site can be tracked ■ Goal Conversions and Segmentation — track the specific activities you find important, be able to segment the audience by source, by actions taken, by location ■ Funnels — multi-steps leading up to Goal conversions » Can even be parts of a form ■ Multi-Channel Funnels (path length) — not just the last source for that visitor in a conversion, but understand which connected channels and content are doing the most work, when understood together » Social sources, email sources, organic search, banner ads 17
  18. 18. REALLY KNOW YOUR AUDIENCETEST AND REFINE CONTINUOUSLY ■ A/B Testing with Google Website Optimizer (integrates with Analytics) ■ Automatically serves different versions, even showing different content to different audiences, like returning vs. new segments ■ Reports show how each is performing and confidence level over time WINNING VARIATION: The red box, while clearly contrasting with the rest of the page visuals and converted better than an initial design, lost to a more subtle pink, which converted 59% better than the original Red  Box Original Icon  on  Pink Improvement 62.7% 45.1% 71.8% +59% 18
  19. 19. REALLY KNOW YOUR AUDIENCETEST AND REFINE CONTINUOUSLY ■ iPerceptions provides a free tool for surveys: 4Q ■ Integrates with Google Analytics ■ Two stages: » An initiation to take a survey (after your visit) » Users fill out the survey that is in window ■ Four questions at least: » Why are you here? » Did you succeed? » If not, why not? » Are you satisfied? 19
  20. 20. EXECUTE CONTENT STRATEGICALLY
  21. 21. Let’s talk about SEO...
  22. 22. ...actually, let’s talk about Content Strategy
  23. 23. “CONTENT IS THE NEW PRODUCT”You do have a content strategy, right?■ How often do you introduce new products?■ What do you talk about the rest of the year? 23
  24. 24. EXECUTE CONTENT STRATEGICALLYCONTENT STRATEGY ■ Content is your “social product” — publish your own words, pictures, video, rich media ■ Content fuels your website, PR releases, email, all social activities and specifically with respect to search results ■ Curate the best content and package it in a useful platform — provide content to “new publishers,” AKA your retailers » Provide richer image assets and any videos you have (and if you don’t have videos, create some) » Create brand stores (skinned microsites) for them with additional content 24
  25. 25. EXECUTE CONTENT STRATEGICALLYTHINK LIKE A PUBLISHER ■ What thought leadership can your business own? ■ What content is your audience interested in? Consider your multi-channel personas ■ Plan together with all stakeholders, agencies and partners ■ Consistent conversations across all channels and executions — US and global ■ Maintain a shared calendar » Product/service launches Fresh, strategic content » Product/service enhancements matters more than simply » Events, promotions and programs aligning for search results » Industry knowledge (yes, SEO is important too) 25
  26. 26. SUPPORT ALL PLATFORMSAND CONNECT ACROSS VISITS
  27. 27. CONNECT ACROSS DEVICES AND VISITSFORMAT FOR MOBILE ■ 19% of adults now own a tablet ■ Sites need to work in varying screen size, and with touch interfaces (menus, sliding panels) ■ Get rid of Flash nowPercent of Adults who own Tablets/eReaders 27
  28. 28. CONNECT ACROSS DEVICES AND VISITSHERE’S WHAT YOU NEED TO DO Surf your sites on an iPad, an iPhone and on an Android tablet. How do they work when you are on a very small screen – can you zoom in? Do they support a touch interface – big fingers – proper menu coding if you use menus? Do they provide alternate non-Flash content where it is needed? With the latest HTML specifications you can do a lot of motion-based graphics, thus Flash is on the decline. (Also Apple doesn’t support it. Neither does Google’s Chrome browser for Android.) 28
  29. 29. CONNECT ACROSS DEVICES AND VISITSDO YOU NEED AN APP? ■ There are now about 560,000 apps in Apple’s US store, plus those for Android and other platforms. ■ Should every brand have one? ■ The answer depends on the context of your business. Some things to consider: 29
  30. 30. CONNECT ACROSS DEVICES AND VISITSMOBILE APPS VS. MOBILE SITES ■ Mobile apps are “closer” to the user than a bookmarked link ■ Apps integrate new forms of “push,” such as update notifications when new content is available ■ Apps integrate with the hardware of the device — for example taking photos, or manipulating content in real-time ■ Apps need to be interesting and “worthy” of keeping ■ Apps can work offline if need be (upload data later) Growth in Apps by Top Brands Top Brand Apps by Platform 100% 3,000 iPhone 75% 2343 2,250 iPad 50% 1631 1,500 Android 25% 1091 750 891 BlackBerry 0% 0 03-2010 09-2010 03-2011 09-2011 0% 23% 45% 68% 90% avg. of 15 apps each from top 100 brands 30
  31. 31. CONNECT ACROSS DEVICES AND VISITSSTART WITH APPLE, THEN ANDROID ■ iOS and Android are about even market share, but Apple is gaining faster than Android ■ Apple iOS is a hardware +software platform (basically 3 screen resolutions), whereas Android is an OS that is on many, many different hardware devices ■ Apple owners more likely to install apps, and pay for apps 31
  32. 32. CONNECT ACROSS DEVICES AND VISITSCROSS-DEVICE EXPERIENCEUnderstanding that people want to access your data fromdifferent places and across many visits, give them a reason tocreate an account and help them share. 32
  33. 33. CONNECT ACROSS DEVICES AND VISITSSEND TO MOBILEAnd make sure they can share data across visits. 33
  34. 34. CONNECT ACROSS DEVICES AND VISITSPERSONALIZE WEB VISITS ■ Deliver relevant, dynamic content to user based on defined segments ■ Show them their shopping cart or recently viewed products right on the home page ■ Enhance search results pages with extra offers and cross-sell 34
  35. 35. EXECUTE ONLY CROSS-CHANNELCAMPAIGNS
  36. 36. CROSS-CHANNEL CAMPAIGNSThe most exciting campaigns out there areunique and interesting because they connectmultiple channels together. Experiential Television Local/Retail Print Mobile Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 36
  37. 37. CROSS-CHANNEL CAMPAIGNS■ For promotions and activities, always connect channels » Print+Mobile = QR Codes to Scan » Social+Web = Coupon Code on Facebook or Twitter » Social+Web = Showcase user-generated content (installations), use contests that lead to purchase discounts » Web+Retail = Content that helps the retail consideration » Retail+Web = Online warranty registration » Social+Local+Retail = Shopkick offers Experiential Television Local/Retail » Email+Web = Custom offers, Print Mobile custom landing pages Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 37
  38. 38. CROSS-CHANNEL CAMPAIGNSOnce you have your house in order, don’t beafraid to try new things that might be relevantto your audience. Experiential Television Local/Retail Print Mobile Your Customers Out of Home Public Relations Online Channels Social Engagement eCommerce Customer Service Your Web Sites 38
  39. 39. CROSS-CHANNEL CAMPAIGNSNEW THING: SHOPKICK Local, social and coupons in the form of gaming Text 39
  40. 40. CROSS-CHANNEL CAMPAIGNSNEW THING: PINTEREST “because people hate reading” 40
  41. 41. CROSS-CHANNEL CAMPAIGNSNEW THING: PINTEREST Traffic Referrals to over 200,000 sites Google Facebook StumbleUpon Pinterest Bing Google+ Twitter 0% 13% 25% 38% 50% “because people hate reading” 41
  42. 42. 2012 FOCUS■ Major Initiatives » Make sure you understand your customers » Make your websites work on tablets and phones » Make content, and distribute it strategically » Know how all channels work together and enhance each other » Measure and test everything■ Consider » An app if you can make it special (with notifications) » All promotions should be cross-channel » Try new and unique mash-ups 42
  43. 43. THANK YOU hansoninc.comHanson Inc.1695 Indian Wood Circle, Suite 200Maumee, Ohio 43537419.327.6100bit.ly/HansonGPlus @HansonInc facebook.com/wearehanson

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